Edition 01 I 2014 Çaykurmagazine I I Tradition

The organic world of Çaykur Page 4

Global Take a The faces ambassador ,Green Tour‘ of Çaykur Where rafting, hiking, fishing of Turkey and everything else is done in Tea is their passion, Whether at Anuga in Germany or complete harmony with nature. Çaykur is their second family – SIAL in São Paulo, find out how Discover more about ecotourism find out more about three Çaykur presents itself at the world‘s on the coast employees of the Turkish leading trade fairs on page 9 on page 12 company on page 6 Çaykurmagazine I Edition 01/2014 Edition 01/2014 I Çaykurmagazine

ÇaykurNews Nikolai Kuhnert Professor of Chemistry at Jacobs University, Bremen

Zero calories with stevia Soon, some of Çaykur‘s products may be able to Are tea drinkers healthier? produced with the zero-calorie sweetener stevia. To achieve this, some stevia will be transported ,In the long term, the health and life expectancy of the entire organism is improved.‘ This is the positive from Argentina to Turkey and planted in climatically message that researcher Nikolai Kuhnert, Professor of Chemistry at the internationally-renowned suitable areas of the country. Çaykur‘s General Di- Jacobs University in Bremen, send to tea drinkers around the world. He revealed the basis of his rector Imdat Sütlüo˘glu values the South American Dear Tea Lovers, optimism during an interview with ÇAYKUR magazine. sweetleaf highly. ‚Stevia is 10 to 15 times sweeter We started out with the motto ‚Where there is tea, there is hope!‘ This aspi- than conventional sugar. The effect of the as ration has not been disappointed – quite the contrary! We were delighted a sweetener can even be increased by up to 300- 350 times through the use of certain production to receive so much positive feedback regarding our first magazine, not to Does drinking tea make you healthy? processes,‘ he states. Zero calories and mention the huge interest in our company and brand. This has been both compatibility with diabetes are further People who drink tea regularly are less likely to suffer from osteoporosis, cancer and heart and circulatory ailments than an incentive and encouragement to live up to the claim of our magazine, advantages offered by the plant. those who never or rarely drink tea. This has been made clear by numerous epidemiological studies. The reasons for this have, ‚Tea – Turkey – Tradition‘, with the current edition. however, remained unexplained up until now. Now, we have proven that there are molecular interactions between certain tea ingredients and human DNA, which may be responsible for the positive effect of the drink. In this issue, we are particularly excited about the ‚Stories from Çaykur‘, For all tastes: which present men and women who dedicate great passion and loyalty to the new tea varieties our company and work tirelessly every day to achieve Çaykur‘s goals. So what is the secret of this effect? Çaykur expands its product range to introduce a total of 22 new . With its new organically-cultivated Until now, it was assumed that this health-promoting effect was primarily caused by the antioxidative effect of so-called Join us on a world tour as we take our products to trade fairs around the herbal and fruit teas, Çaykur addresses new cus- polyphenols. These natural substances constitute 70% of the dry mass of a cup of tea and occur in with up to 30,000 globe. Whether at Anuga in Cologne or SIAL in Brazil, everywhere we go, we tomers. The new tea varieties are produced using a different compounds. We have now been able to show for the first time that this positive effect of the tea polyphenols is range of spice extracts as well as fruits of the forest, are met with keen interest from potential partners and consumers. This probably caused by molecular biological interactions with the DNA stored in cells. Two of the most common tea polyphenols, and kiwi aromas. With these, Çaykur not in and digallate in black tea, particularly frequently form bonds with proteins and motivates us to continue steadfastly on the path to internationalisation. only aims to cover the demand for new products in the DNA at the end of chromosomes. These DNA sub-regions, which are also known as telomers, play a significant role in the Fall in love with the yet-to-be-discovered eastern Black Sea coast, a region Turkey, but also serve international markets. number of cell divisions a cell is capable of, and therefore also in the life expectancy of the organism. that has dedicated itself to offering tourism in harmony with nature. Be enchanted by the Fırtına Valley and the Ayder Plateau or Lake Uzungöl, The coolest So drink tea and live to a ripe old age? which lies more than 1,000 metres above sea level. With the Didi refreshing drink, Çaykur has taken the We assume that this positive, stabilising effect on the DNA also improves the long-term health and life expectancy of the whole Turkish market by storm: sold in 250 ml, 500 ml and organism. This has been confirmed by our experiments with the Drosophila fruit fly, the life expectancy of which was increased Last but not least, we also want to use this edition of CAYKUR magazine to 2.5 l bottles, the new has conquered the by approximately 20% through the consumption of tea. So far, our results are based on in-vitro studies with human telomeric bring our core focus into the limelight: the consistent conversion of agricul- market and expanded the Çaykur portfolio. Didi, the coolest iced tea in Turkey, is available in four different DNA. The next step is to find out how the tea polyphenols behave in the human body in everyday conditions. Should it transpire ture to 100% organic farming by 2023. Read on to discover how it all began, flavours: lemon, bergamot, peach and strawberry. that through regular tea consumption, tea polyphenols accumulate in the cell nucleus of human tissues, we really would have which questions we are currently asking ourselves and who is involved in the first piece of evidence that proves that a food can extend human life. This would pose an extremely interesting starting this process. point for medical and clinical studies to research the therapeutic potential of tea polyphenols.

I would like to finish by expressing my thanks for your interest in our Çaykur brand and the Turkish . I hope to be able to get you to know personally over a cup of tea soon.

Saygılarımla, Imprint Publisher Çaykur General Directorate of Turkish Tea Enterprises, Yavuz Sütlüo˘glu, Imdat Sütlüo˘glu Müftü Mahallesi Menderes, Bulvarı 53080 , www.caykur.gov.tr Concept and realisation Synchronis GmbH (Hamburg) in cooperation with Bersay () Fotos/ Titel: Melanie Dreysse (2), Kölnmesse (1), fotolia (1) / Seite 2/3: Dreysse (1), fotolia (1), Çaykur (3), Jacobs University Bremen (1) Bremen University (3), Jacobs (1), Çaykur (1), fotolia 2/3: Dreysse (1) / Seite (1), fotolia (2), Kölnmesse Dreysse Melanie Titel: Fotos/

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Snow protects tea Hemsin – in the valley of tea

Hemsin – the region that Çaykur fills with hope. Tea has been pro- cessed here since 2009. At first, A friend more conventionally cultivated tea (approx. 75 tonnes per day) and less organic tea (25 tonnes). This of the environment was possible in light of the diffe- rent production cycles. As the amount of converted land grew, the amount of organic tea that could be The production of agricultural products must not damage people plants are covered in snow for some time during winter, meaning processes in the Hemsin factory or the environment: this is the clear objective of organic farming – that habitats for pests are completely eradicated. This is what ma- also increased until the premises and also Caykur‘s firmest belief. Imdat Sütlüo˘glu, General Director kes it possible for Çaykur to fully renounce the use of all chemical were finally redesigned and rebuilt to enable the exclusive proces- of the Turkish tea company and the drive behind the conversion products or fertilisers.‘ sing of organic tea. Now, around to organic cultivation is convinced. ‚Our agricultural methods take 60 tonnes or organic tea undergo both ecology and the environment into account. Organic farming is By converting to organic cultivation, the Turkish tea producer Çaykur the various stages of tea proces- not about quantity, but rather quality. The aim is to produce foods has achieved improvements in the quality of its products. Çaykur‘s sing here every day. Alongside the without damaging the vital elements of nature – the soil, water, environmentally-friendly change to organic tea was the logical con- organic factory in Hemsin Çaykur is also planning two further organic ground and air. This protects the environment and human health.‘ sequence of natural circumstances for tea production. The company processing plants in the district is currently in the middle of a major change, which will lead to exclu- towns of Çamlıhemsin and Ikizdere. The conversion to organic cultivation supports another of Çaykur‘s sive organic production. Successful steps have already been taken core values: the future of the and its inhabitants. towards this. Many more will follow. Through resource-efficient , the future of the eastern Four questions, 4 answers is secured in the long term. But that‘s not all: The beginnings of organic cultivation at Çaykur through the globally increasing demand for organic products, ex- The district town of Hemsin was chosen by Çaykur as the geo- When was the organic conversion process Before the product reaches consumers, every single production portation can be expanded and the prosperity of the region grows. graphically and ecologically best location for organic tea produc- 1. started and how is it going? stage must be inspected and certified by the corresponding By not using , the tea also has a superior quality with a tion. Çaykur declared the region an ‚organic basin for tea agricul- Çaykur started the initial tasks for the conversion to organic authority. Tea farmers are not allowed to use any chemical products more intense flavour. ture‘. The tea farmers were educated in organic farming by Çaykur. agriculture in Turkey back in 2003. The first informative events for or fertilisers during the transitional phase to organic cultivation. An important part of this training was to ascertain how the soil tea farmers were held in 2006. In 2007, the first 135 tea farmers All over the world, tea cultivation is forced to endure pests, insects on the tea plantations can recover from the use of chemical fer- signed contracts for the organic cultivation of tea on 37.8 hectares. It is also important to ensure that the best locations for organic and tea-specific diseases. These cause significant reductions in tilisers. Farmers received training in how to fulfil the contractual conditions farming are chosen. Tea farmers are contractually bound to exe- product quality and quantity. In contrast, the tea cultivation area of organic cultivation and were monitored and subsequently awar- cute organic farming. Funds are provided to compensate for initial in Turkey is, by its very nature, completely free from many of the- Die wichtigsten Vorteile im Überblick ded a so-called Group Certificate. losses caused by the conversion to organic agriculture. These are se problems. After all, the eastern Black Sea coastal region offers Compared to conventionally produced tea, organic tea has special Today, Çaykur works with more than 10,000 organic farmers and the specific requirements for organic cultivation. conditions that are geologically and ecologically ideal for growing characteristics: produces organic tea on more than 3,000 hectares of land. Another tea. This is a main advantage over its competitors, which has to be Safety Since no chemical products need to be used, the tea 8,500 farmers with more than 2,500 hectares of land are currently What financial consequences does the used to the full. is completely free from chemical residues and does not damage in the conversion phase. 4. change to organic farming have for farmers? Imdat Sütlüo˘glu is well aware of this. ‚The creatures or the environment. Compared to conventional farmers, organic cultivators have advantage is especially down to the clima- Health According to generally accepted scientific research, How did Çaykur decided to change the production method? higher chances of finding purchasers for their products. Çaykur tic conditions of the Black Sea coast: the tea organic products contain more iron, magnesium, phosphorus and 2. The demand for organic products is constantly growing even guarantees its organic farmers the 100% of their tea. The only vitamins – all of which are vital nutritional all over the world. Consumers are willing to pay a higher requirement is that they sign a contract binding them to organic elements. price for organic tea. Then there is also the environmental factor. By cultivation and comply with its conditions. Flavour Since organic teas contain changing to organic cultivation, Çaykur aims to consolidate its lea- Çaykur also offers the following support: All about ecoagriculture more flavour ingredients, they naturally ding position in Turkey whilst positioning itself on world markets. • costs related to the inspection and certification for organic far- Çaykur supports farmers in the conversion from conventional farming taste better. ming are assumed by Çaykur. to ecological agriculture. In order to answer the most frequent queries, Çaykur compiled Environment Organic cultivation What are the specific requirements for • Çaykur contacts producers of organic fertilisers and makes sure 41 questions and answers on ecoagriculture in a brochure. In this, the most important points avoids the use of chemicals that cause 3. organic cultivation? that farmers have sufficient knowledge of the fertilising process. of organic farming are explained to the farmers. They also learn how higher revenue can be damage to nature and humans. Above Organic cultivation must comply with the state‘s ‚Regulati- • The higher prices for tea products and the funds made available achieved with organic products. all, this ensures that subsequent gene- ons for Agricultural Products in the Transitional Phase‘. Agricultural for organic cultivation therefore ensure more income and compen- rations can enjoy a more liveable world. products must be tilled in accordance with the legal stipulations. sate for losses incurred by the omission of fertilisers. Fotos: Dreysse (1), Çaykur (3) (1), Çaykur Dreysse Fotos:

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out any fertilisers,‘ assures Sevim Çatalbas. Ali Çatalbas As he talks to us, the pride in his voice is impossible to ignore. He continues, ‚Using fertiliser too much or incorrectly can ac- fondly recalls his first days at the factory and describes its de- tually damage the soil. If it isn‘t used properly, it can even velopment stages in great detail. ‚Now all of our tea is processed have a negative effect on the yield.‘ automatically. From its delivery to packaging, the tea is no longer touched by human hands.‘ His love for his work and ‚his‘ tea is cer- The faces The aromatic Rize tea on the Çatalbas‘ balcony has been tainly clear. When talking about tea, he sounds like a proud father drunk. We set off on our way once again. As we leave, Ali describing his children‘s success at school. By the time we enter Çatalbas divulges one of his fundamental beliefs for us to take the tea classification area and watch him taking a bundle of tea of Çaykur with us. ‚The tea plantations and us are family. We have assumed and breathing in its aroma, there remains absolutely no doubt that responsibility for them.‘ this man lives and loves tea.

The peak period at the tea production plant in trict, and looks astonishin- Sürmene runs from May to October. Apart from 15 gly similar to a bird house. Aycan Dilaver to 20-day breaks between the harvest times, the factory‘s conveyor belts run uninterrupted seven We sit on the balcony and Aycan Dilaver is a fighter who has worked his days a week during this time. talk about organic tea cul- way from the very bottom to the very top. The tivation – needless to say, 49-year-old began his career at Çaykur as a ‚We even forget to take breaks now and then,‘ smiles whilst enjoying a glass of tea simple worker. Now, he is manager of one of Dilaver. He adds that at this work pace, lunch is ourselves. During harvest, the company‘s most important sometimes missed, too. But one thing that is never this would be impossible, plants, the tea factory in Sürmene. forgotten is drinking tea! He states that he takes since every family member is required to muck in. ‚We Dilaver has spent his entire life in the small try to gather our harvest district town of Sürmene. Like many of his co-inhabitants without day labourers,‘ exp- in this green town near the provincial town of , tea forms lains Sevim Çatalbas. She is a the fundamental basis of his life. It is hardly a surprise, then, that strong Anatolian woman and alongside his demanding tasks in the tea factory, Aycan Dilaver a role model to many. When also started to cultivate his own tea in the family‘s tea . she started to find out more Sevim and Ali Catalbasş about organic tea cultivation ‚When I say that the tea from Rize is our everything, you can believe aged 46, she was completely me that it‘s true,‘ he smiles, once again highlighting the pivotal Married couple Sevim and Ali Çatalbas have supported the organic illiterate. In order to be able to research the topic properly, howe- role tea plays in his life. For those who are not familiar with the production of tea at Çaykur since the very beginning. Their tea plan- ver, she knew that she had to learn to read and write. With this in living conditions along the Black Sea coast, his words might sound tation in the village of Kantarli near the district town of Hemsin has mind, Sevim Çatalbas began to learn the alphabet. Today, reading almost pathetic. But it‘s not only Dilaver who feels this way. Wit- been dedicated exclusively to organic tea cultivation for more than and writing pose no problems for her. Her interest in organic tea hout tea, the existence of millions would be threatened here. ‚Tea is seven years. ‚We inherited these plantations from our ancestors. cultivation has also indirectly opened up a whole new world to her. our life. Without it, neither we nor the region could exist,‘ explains They mean everything to us,‘ says Ali Çatalbas (59). ‚Even when we Aycan Dilaver. have nothing to do, we usually go by at least once every day,‘ adds The Çatalbas family belongs to the first tea cultivators in the Black his wife Sevim (53). Sea region to convert completely to organic tea farming. This also Without tea, the entire region would not only lose its economic has economic reasons. ‚Because we grow our tea on higher moun- base, but Çaykur would also never be what it is today. Aycan The Çatalbas family is a classic example of tea farmers in the Black tainsides, we are able to achieve extremely high levels of quality. Dilaver‘s explanation of what Çaykur means to the region‘s people time to drink at least five to ten glasses of tea per day. ‚Amidst Sea region. The entire family works in tea cultivation, and tea repre- Since converting to organic production, we have managed to impro- could be likened to a declaration of love. ‚Çaykur is our home. We all the chaos, I treat myself to a glass of tea and immediately feel sents the sole source of income for them. ‚Our plantations fed us ve the quality even more and have thus increased the economic see it almost as a family member or a very close friend. We have better,‘ he explains. ‚Tea gives me and my soul the energy I need as children and later, our own children, too. They have also made value of our tea. This is why it is important to us to harvest the tea done a lot for each other.‘ to carry on.‘ it possible for our offspring to receive an education,‘ explains Ali ourselves instead of paying day labourers to do it. We want to pick Çatalbas. our tea with our own hands. And thanks to Çaykur, all of our efforts Father-of-two Dilaver began his career at Çaykur as a simple worker ‚I consider myself happy when I contribute to the success of Çaykur are worth it. They buy our entire harvest at a fair price,‘ states Ali in 1991. His tenure exam followed in 1993. ‚I am tea crazy,‘ says and achieve the commitment expected of me.‘ With these words, When they are not busy at work on the plantation, the couple love Çatalbas. the conscientious, hard-working manager of the operations de- he describes what it feels like for him to be part of Çaykur. And of to sit on the balcony of their wooden house. With a glass of freshly partment in the Sürmene tea production plant. Here, a total of 120 course, he is pleased to play an active role in Çaykur‘s tea produc- brewed Rize tea in their hands, of course. The Çatalbas family home The Çatalbas do not use any fertilisers on their plantations. ‚The soil people work day and night in three shifts. Every day, 150 tonnes tion. ‚Being able to help Çaykur produce top-quality tea in the best reflects the typical architectural characteristics of the Hemsin dis- has everything the tea plants need. Our tea is excellent even with- of tea passes over the factory‘s conveyor belts. conditions is both an honour and a pleasure.‘ Fotos: Dreysse (4) Dreysse Fotos:

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Hayri Parlak is one of many. One of many people, without the ef- ‚We really have grown up amongst the tea plants,‘ he says with a forts of whom Çaykur would never have become the successful wistful smile. Hayri Parlak was active in every tea production stage company it is today. He is one of those who has dedicated his exis- at Çaykur and therefore has an especially deep appreciation of the tence to ensuring the success of the company since its foundation company. ‚Çaykur means a great deal to the region and its peop- We proudly present: in 1947. Parlak can say a lot about Çaykur. He is one of many who le. Without the company, for instance, the town of Rize would not have not only devoted their professional work, but also their entire exist. This is why we dedicate ourselves to Çaykur. My mother did heart to Çaykur. Without their commitment, Çaykur would never be this, as did my wife. And I imagine our children and grandchildren what it is today: the economic engine of the whole region. will do the same, too.‘

Parlak began his career at Çaykur because of love. He was to spend During the past years, he has also witnessed the modernisation of 36 years at the tea company. He knows every tea production pro- Çaykur. ‚Çaykur has adapted itself to new circumstances,‘ he states. cess all the way to the end consumer inside out. Parlak was not only ‚The large amount of technology used has definitely caused many active in tea cultivation and packaging, jobs to be cut. I remember the early years at the Cumhuriyet but also in Çaykur‘s accounting de- tea production plant, when 150 to 200 people worked on partment. Now in well-earned retire- Hayri Parlak every shift. Nowadays, 30 to ment, he continues to support the 40 employees are enough to company in its complete conversion to or- keep things running. Job cuts ganic tea production throughout the region. are not pleasant, but the tech- Çaykur nological advances have im- Parlak is a real witness to history. He proud- proved our production quali- ly tells us that his grandfather was one of ty. This makes us stronger in Turkish tea brand represented the first tea farmers in the region. He still global competition.‘ remembers the time when people picked tea by hand and carried it to the collection Even in his retirement, Parlak at trade fairs worldwide point in baskets on their backs. Towards has not distanced himself from the end of his working life, however, he tea – on the contrary, he still Three years, four continents, 50 trade fairs: the company Çaykur also became familiar with the modern pro- plays an active role in its pro- continues to storm towards internationalisation. ‚The path to be- duction processes used at Çaykur. From duction. He thinks highly of the coming a global brand leads through international specialist fairs,‘ production to packaging, under constant complete conversion to organic states Imdat Sütlüo˘glu, Çaykur‘s General Director, when explaining Expansion is something that Çaykur has placed at the top of its observation of the strictest hygienic regu- tea cultivation that Çaykur has his strategy. priorities. The Turkish tea supplier not only wants to sell its pro- lations and using cutting-edge technolo- initiated. He tells us that he, too, ducts in countries with a Turkish population, but indeed all over gy. Parlak knows it all. has changed to organic cultiva- ‚We use international trade fairs as an opportunity to introduce our the world. In order to achieve this goal, Çaykur aims to present tion. Parlak believes that through organic tea varieties, for example, to the hundreds of thousands of itself at trade fairs on four different continents. ‚In 1957, I still carried tea in a basket on its focus on organic agriculture, visitors and important specialists,‘ he adds. He believes that little my back,‘ the pensioner recalls. ‚Back Çaykur proves its strong com- by little, Çaykur is establishing itself as a strong brand outside of Sütlüo˘glu and his team are well aware that this will be no easy then, there were no factories here,‘ he mitment to both the environment Turkey and can hold its own against the competition. The largest feat. ‚Global competition on the tea market is tough, but we are continues. ‚Then Çaykur arrived. We all and the region‘s people. ‚Organic Turkish tea producer attends countless trade fairs to present its happy to take it on. Çaykur is a strong company and needs to worked hard to make Çaykur successful. And Çaykur‘s success farming means that our soil is no longer poisoned with pestici- array of black and green tea varieties, in addition to its new iced consolidate its position on global markets. Currently, we are today is our success, too,‘ he adds. Like practically all other - des, our water is protected and everything else that grows here tea brand Didi. looking for new markets and try to find new customers for our kur staff, he sees himself as a member of the big Çaykur family. benefits, too,‘ he explains, convinced. He goes a step further. products in all countries around the world. With every tapped This also presents a major business advantage. After all, like Hayri Parlak is certain that through organic cultivation, Turkish tea In recent years, Çaykur has successfully opened up new busi- market, we gain strength.‘ Parlak, many Çaykur employees feel part of a family company. ‚But from the Black Sea coastal region can achieve world fame. ‚Çay- ness areas whilst adapting and expanding its marketing strate- this isn‘t one-sided love,‘ asserts Parlak. ‚The company has always kur teaches us tea producers what to do whilst also providing gy. ‚Before, our foreign market To attain its target, Çaykur wants to in- treated us fairly and the management team always made us feel financial support. This means we not only protect our environ- was extremely limited. We only crease its number of foreign distributors. part of a great whole.‘ ment, but also benefit from the higher quality and reputation of marketed our tea in a few other The self-imposed bar: to mark the 100th our tea,‘ emphasises the experienced tea expert. He is also con- countries where a large num- anniversary of the nation in 2023, the Parlak was born in Rize, a town on the coast of the Black Sea. In vinced that the measures implemented by Çaykur to introduce ber of Turks lived. Now, we have company aims to sell 50,000 tonnes of order to attend high school, he moved to Istanbul. After deciding chemical-free tea cultivation will also contribute to a healthier not only expanded our product its products outside of Turkey. As one of to return home to his family, however, he fell in love. Winning over world for his grandchildren and their children. This is why he de- palette, but also our number of the country‘s strongest brand ambas- his love was no easy feat, but he finally married her, found a job at dicates all of his efforts to ensuring that Turkish tea is produced foreign markets,‘ emphasises sadors, this would certainly be a fitting Çaykur and never went back to Istanbul. exclusively using organic methods in the future. Sütlüo˘glu. ‚birthday gift‘.

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Teamwork SIAL Global Food Marketplace is the key to success 25th to 28th June 2013 in Brazil From 25th to 28th June 2013, Success on world markets requires strength and thorough preparation. Especially at global trade fairs. Çaykur successfully presented its products at the SIAL Global Food Anuga After all, these qualities play a pivotal role. Çaykur‘s success at trade fairs outside Turkey lies in the Marketplace, which was held in FoodTec Fair, Cologne hands of Miraç Mollamehmeto˘glu. ‚Our success is based on three pillars: a strong and inspiring boss, the Brazilian city of São Paulo. 5th - 9th October 2013 After the event, General Director Imdat Sütlüo˘glu, a motivated team and a convincing brand!‘ The manager of the international trade fair Imdat Sütlüo˘glu was impressed by The Cologne Anuga Food Fair for team revealed his recipe for success in an interview with CAYKUR magazine. the positive results. ‚In winter, our Trading and Gastronomy is a tea plants are submerged under global leader in its field. Çaykur snow for a while, meaning that took advantage of the event to Which criteria do you use to de- sent at 50 different international habitats for insects are completely unveil its new iced tea, Didi, and its on the trade fairs at which trade events on four continents. removed. As a result, our tea far- organic tea products to the public. mers don‘t need any pesticides. General Director Imdat Sütlüo˘glu Çaykur will be present? Now, we are not only active in This is why Çaykur‘s tea products said, ‘I firmly believe that Mollamehmeto˘glu: First things ethnic markets. This has drama- are some of the finest and rarest our organic tea has excellent first: successful participation at tically increased the awareness varieties in the world. This has prospects of quickly becoming a trade fair is the result of good of our brand. We have already attracted particularly high levels a highly demanded brand on the of attention and has triggered German market.’ teamwork. All large, international begun to reap rewards – we have 1st Made-in-Turkey enormous popularity in Brazil. Fair, in Ukraine trade fairs in the food and drink signed contracts with new distri- At Anuga, Sütlüo˘glu revealed from 23rd to 26th October 2013 sector are relevant to us, but only butors or bulk buyers for our tea Manager of the international trade that Çaykur is already working if they meet our second condition: in 50 different countries. This fair team, Mollamehmetoğlu, was Çaykur was present at the first on further tea varieties that will appeal even more to the ‘German is the location right? Trade fair includes several EU countries, equally pleased with results in São trade for for Turkish products, Paulo.‘The Brazilians actually pre- which was held in the Ukrainian palate’. ‘We will offer these to our organisers always provide stati- USA, Great Britain, Canada, Sau- fer to tea. But their interest capital of Kiev. The fair was orga- German customers as soon as stical information from previous di Arabia, United Arab Emirates, in our tea was immense and this nised by the Istanbul Chamber of possible,’ he promised. years. How many exhibitors from China, Singapore, Turkmenistan has made us very optimistic. In Commerce (ITO). Çaykur‘s General which countries were present? and Australia. Brazil, offering tea to someone is Director, Imdat Sütlüo˘glu, was ex- considered a very special gesture. tremely satisfied with the interest What was the proportion of trade We were met with approval and Imdat Sütlüo˘glu and Miraç Mollamehmeto˘glu (2nd from right) shown in the company. ‘After the visitors? What role does the fair meet with Belkıs Gürsel, trade attaché in Kiev (2nd from left), How complicated is participation astonishment. The reason for this nuclear accident in Chernobyl, play in the sector? These are ob- and Mehmet Samsar, Turkish ambassador in Kiev (4th from left) in international fairs? is simple: there, tea is a drink for Ukrainians have developed great viously important factors in our Mollamehmeto˘glu: Team spirit the rich! When we began offering a interest in organic products. This glass of tea to every visitor at our is why our organic teas are so well decision. Overall, however, I can also say that trade fair events are and good organisational skills are the key to success. This ranges stand, a huge queue formed in no received in the country,’ explains essential for every country that wants to expand internationally. from prompt stand reservation to completing all the necessary time!‘ Sütlüo˘glu. After all, when they look for new sales channels for their products forms and never-ending paperwork. But regardless of how well you and want to establish a global brand, trade fairs are the ideal stage. prepare, difficulties always up at the location. We organise all of the documents, products and exhibits required at the fairs in How important is participation in international accordance with the custom regulations of the country in question. trade fairs for Çaykur? And although we prepare everything well, we still have to tolerate language barrier that sometimes arises. Generally, we book quali- from a small number of companies. With its sales volume, Çaykur Mollamehmeto˘glu: International trade fairs are extremely impor- the arbitrariness of customs and other authorities now and again. fied interpreters through our travel agent, Turkish consulate or our is in a position to offer such large quantities. tant for the image and brand advertising of companies. This also Sometimes, our products are retained at customs and thus cause business attachés on-site. And whenever our General Director is present at the trade fair applies to Çaykur. Up until now, Çaykur only served the national delays. In such situations, it‘s important to keep your cool and solve stand, half the battle is already won since negotiations really tend market and foreign markets with a large number of Turkish immi- problems with a smile. Does the interest shown in Çaykur at trade to gather pace. grants. As a result, we were only present at trade fairs in a small fairs meet your expectations? number of countries. Now, however, we have changed our approach: Visas are another considerable challenge. As you know, Turkish Mollamehmeto˘glu: At most fairs, our Turkish tea receives a parti- Our experience to date shows that because statutory conditions are we attend a wide range of fairs all over the world and present our nationals need a visa to enter some countries. In order to obtain cularly large amount of interest. Whenever we start to serve tea to slightly different in each country, some of our business contacts tea in completely new countries. a visa, we have to submit our passports to foreign consulates. It visitors at our stand, an unbelievably long queue forms. Everyone only lead to success after a while. But there is one thing I can say can take 10 to 15 days for the passports to be returned. This often who smells the wonderful fragrance of our tea comes to see us. with pride: we even export tea to countries that are considered as Before, we only went to two or three trade fairs a year. We have complicates the implementation of our plans and participation in Every year, we produce and sell approximately 130,000 tonnes of the homeland of the drink. As long as we reach the right people, our changed this significantly. During the last three years, we were pre- some events. However, one problem that is easy to solve is the tea. Globally active supermarket chains often source their products tea will always find enough keen customers.

10 11 12 Çaykurmagazine In harmony In world‘s most sensitive ecosystems. The infinite natural areas unique characteristics and resources, the region is one of the lishment of ecotourism. And not without good reason: with its of this, many nature lovers see the area as ideal for the estab- development, making mass tourism a foreign concept. In light Turkey‘s eastern Black Sea coast has managed to escape tourist way the inhabitants treat their surroundings. Native Americans, but Seattle would very probably approve of the mony with nature. Perhaps not quite as much as the Duwamish nature is still completely untouched. Its people live in relative har coast. The region is known as Doğu Karadeniz in Turkish, and its an imaginary journey to the eastern of the part Turkish Black Sea With the warning tone of Seattle inour minds, let us take you on the leader of the Duwamish Native Americans in North America. ... these words of admonishment areattributed to Chief Seattle, The eastern region along the Black Sea coast reinvents itself I Edition 01/2014 - agricultural products benefit from farming without chemicals. also has adomino effect. Not only tea, but also the region‘s other entire region anew, much higher value. Organic tea cultivation secures the financial future of the inhabitants, but also gives the region) to organic production inthe coming years. This not only farming (which isthe leading source of income inthe Black Sea this project aims to achieve the complete conversion of all tea ture to organic farming inthe entire region. Initiated by Çaykur, mous significance through the change from conventional agricul- Ecotourism on Turkey‘s eastern Black Sea coast has gained enor rism grows. home and make sure that their nature never suffers as ecotou The inhabitants of this breathtaking corner of the world love their always be aware of what you aredoing and never damage nature. here. But only ifthey observe the simplest rule of ecotourism: Responsible guests from both home and abroad arevery welcome also make it one of the 100 most important regions in the world. or the rustle of an insect‘s wings...‘ or the rustle the unfurling of leaves in spring, Noof the whites. place to hear There is no silence in the cities sold like sheep or bright beads... like things to be bought, plundered, the earth, his brother, the sky ‚...The man treats his mother, white along the eastern Black Sea coast with - -

Fotos: fotolia (2) nature accelerating healing and cultural trips. rafting, fishing, hunting, hiking, , wildlife, climate therapy for of tourism, such as thermal bath tourism, winter tourism, trekking, a financial helping hand. The region is also perfect for other types so-called ‚Green Tours‘ along the Black Sea coast have been given Tourism. of aproject part As to develop and expand ecotourism, Ecotourism is also actively supported by the Turkish Ministry of urites for ecotourists in recent years. Altindere Valley in the province of Trabzon, have become firm favo- which areclose to the Rize province, and the Uzungöl area and Valley,Fırtına the Ayder Plateau and the Kaçkar mountains, allof entirely uncharted. Inparticular, natural attractions such as the For some with insider knowledge, however, the area is no longer especially in the east. fore has apromising future along the entire Black Sea coast, and love to see this marvellous place for themselves. Ecotourism there from all over the world would know that countless people many of the region‘s natives air inthe mountains. And streams and clean, healing and lakes are and love the how important the forests move insummer. They know traditional highland-lowland culture, complete with the race their mountain pasture Black Sea region. They emb- earlier cultures all over the historical remains left by re of the importance of the people here aredeeply awa- only ecotourism willdo. The if there has to be tourism, not only in Turkey, but also throughout the entire world. For them, love ecotourism. After all, many natural treasures have been lost The inhabitants of the Black Sea region have quickly learned to Going on a ‚Green Tour‘

- pretty bridges and trailing alongside lush tea mountains forever. trip down Creek Fırtına aresure to remember the canoe ride under is afirm favourite amongst rafting fans. Those who take a rafting its wild nature and tendency to pack asurprise at every turn, it CreekFırtına isnot, however, aquaint, bubbling little stream. Given district town of Arde the Çad and Ayder Valleys until it reaches the Black Sea inthe small chantingly beautiful journey from Creek, Fırtına troughing through point of which towers at 3,932 metres. From here, it begins the en CreekFırtına has its source inthe Kaçkar mountains, the highest are destined to take particularly unforgettable memories home. region‘s people say. Visitors who book their stay along Creek Fırtına descends, the Valley unveils its esoteric charm in all its glory,‘ the the mist suits the Valley Fırtına perfectly. ‚Especially when the mist reveal amystical, deep ravine or agushing stream at any turn. Even the legend-enshrouded mountains towards the Valley Fırtına can cally diverse natural zone in Turkey. It comes as no surprise, then, The eastern side of the Black Sea coast isby far the most ecologi- Suggestion 1: R your visit! What areyou waiting for? The Black Sea region looks forward to protection, Visits to historical sites, Visits to thermal baths. Paragliding, Mountain biking, Camps for conscious environmental life watching), Bird watching, camping, mountain cross-country, sport training, Nature photography and nature exploration (wild- Mountain climbing, Possibility for documentary filming, Mountain tal region? The options available are both diverse and fascinating: So what can guests expect from a Green Tour in the Black Sea coas s en. en. afting Valley in Fırtına Edition 01/2014 on Fırtına on rafting Popular with tourists: worth. After all, awalkthrough ranteed to get their money‘s coast, every ecotourist isgua- On the eastern Black Sea is located here. beautiful places in the world It is said that one of the most other intheir natural beauty. landscapes that outdo each book material, with countless the country is true picture that the north-eastern tip of Creek

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Suggestion 2: Drinking tea in Ayder Plateau

The area surrounding the Ayder Plateau undoubtedly has the po- tential to become one of Turkey‘s leading tourist highlights. Never- Enveloped in breathtaking theless, a large part of the region remains largely undiscovered by holidaymakers. scenery: Uzungöl – Much of the Ayder Plateau is accompanied by Fırtına Creek – some- times even on both sides, presenting yet another reason to disco- the long lake ver this corner of the world. The forests around the Fırtına Valley, seldom seen without their The imposing houses constructed on the slopes never fail to as- cape of mist, have deservedly earned the adjective ‚breathtaking‘. tound visitors, who are often overheard exclaiming, ‚How on earth A trip to these small forests is therefore a must for every ecotou- was that house built there? It‘s perched right on the mountain!‘ rist. On the way to the Ayder Plateau, a plethora of waterfalls sur- Infrastructure for the residents of the beautiful solid wood houses prises visitors. As soon as they reach the Plateau, no one doubts is provided by several small cable cars. Small hotels have also crop- the motives for their trek there. With its awe-inspiring views in all ped up in recent years, complemented by the culinary delights of directions, the Ayder Plateau is a veritable paradise on earth. trout restaurants that specialise in fresh fish caught in the region‘s rivers. Another must-see on the way to the Plateau is Zil Castle. As if taken straight from a fairytale, the fortress towers majestically at 750 Visitors to Uzungöl should also head in the direction of the S ekersu, metres. The list of top sights for Ayder hikers also includes the Demirkapı and Yaylaönü plateaus. These areas are home to abun- thermal baths with their health-enhancing properties. The beautiful dant wildlife, especially bears and wolves, wild goats, foxes and village houses shouldn‘t be forgotten either. The Black Sea coastal Caucasian mountain fowl. region‘s inhabitants are also extremely welcoming, and spontane- ous invitations to stay in their homes are not uncommon. In short, north-eastern Turkey is the perfect example of humans and animals living in peaceful harmony. Both have their own terri- (1) (1), fotolia Dreysse Fotos: Not far from the Ayder Plateau lies another beauty spot known as tory and a mutual respect for each other. This is how it is Çamlıhemsin Plateau. Visitors to the area can‘t afford to miss the and as it should be. In the very spirit of the great festivals held in the summer months. Indian leader, Seattle.

Suggestion 3: Eating trout in Uzungöl

Uzungöl is approximately 1,090 metres above sea level. Envelo- ped by steep slopes and dense forestation, it exudes truly unique characteristics.

The festivals in Ayder Plateau are unmissable in summer

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